新茶饮纷纷“买醉”,图啥呢?|一女三黑人玩4p惨叫a片
5块9,7块9,14块9,蜜雪冰城也开始卖啤酒了,你喝过了吗?
在茶、酒“联姻”这件事上,蜜雪冰城不是第一个“吃螃蟹”的品牌。近年来,不少新茶饮品牌都选择了茶酒融合这一新赛道。早在2023年9月,瑞幸咖啡与贵州茅台联名推出的“酱香拿铁”便创下单日销量超542万杯、销售额破1亿元的纪录。除此之外,茶百道、茶颜悦色、益禾堂、奈雪的茶等知名品牌,均有与酒联动或跨界做酒的相关尝试。就模式来看,前者依托奶茶与酒结合开发新品,另一种则是孵化新品牌开辟新业态。
新茶饮纷纷“买醉”,背后是品牌竞争和求新求变的需要。营销理论认为,一个品牌有着自己的生命周期。消费者总有审美疲劳的一天,在时光面前,即便是红极一时的品牌也会面临品类窄化、形象固化的无奈。步入新消费“下半场”,国内新茶饮市场已从蓝海转向红海,同质化竞争加剧。数据显示,2024年市场规模虽突破3500亿元,但行业前五的市场份额已接近40%,头部品牌增速普遍放缓。当此之时,突破原有消费圈层、寻找新增长曲线成为品牌共识。
“微醺”生意,无疑是新茶饮品牌破圈的又一出口。放眼整个消费领域,情绪与情感的驱动力,正构成新消费热点。对于年轻消费者而言,他们不再满足于单纯的物质消费,而是更加追求认同感与心理满足感,愿意为情感共鸣和精神愉悦付费。“微醺”经济,正是一种重要的社交和悦己方式。因而,新茶饮品牌与其说是卖酒,不如说是在贩卖一种与消费者建立更深情感连接的消费方式。
今年7月,我们在做民营经济系列调研时,曾采访到茶颜悦色这家奶茶界“顶流”选手。谈及为何要开拓产品新战线,品牌方给出了答案:要穿越周期终究要靠一流的品质、一流的服务,也需要矢志不渝地创新。的确,在瞬息万变的消费市场中,唯一的常数就是变化本身,敢于打破边界,或许正是这个时代品牌生存进化的必修课。
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